What is Local Services Ads (LSA)?
Local Services Ads are a pay-per-lead format that appears at the very top of local search results, above standard Google Ads, with a Google Guaranteed or Google Screened trust badge. You pay per qualified lead (a call or message), not per click, and must pass license and insurance verification to run them.
What to know in practice
- Ranking is driven by reviews, response rate and speed, proximity, budget, and verification status, not by bids or keywords. It rewards being a responsive, well-reviewed local business.
- You can dispute and get credited for invalid leads (wrong area, spam, wrong service); diligent disputing is one of the highest-ROI LSA habits.
- Eligibility is by category and location: home services, legal, real estate, financial services, and healthcare are covered; product retail is not.
- Most local businesses run LSAs and standard Search together, LSAs for the top trust slot, Search for coverage and message control.
Common misconception
LSAs are not just 'Google Ads at the top.' They're a different product, pay-per-lead, verification-gated, and ranked on reviews and responsiveness rather than bids.
Related terms
- Google Business Profile → SEO & AEO
- CPA (Cost Per Acquisition) → Analytics
- Quality Score → Paid Media